PORTLAND — What’s in a name? For the Cumberland County Civic Center, potentially millions of dollars.

So the Civic Center Board of Trustees is getting some professional help in selling rights to rename the arena, Board Chairman Neal Pratt said July 12.

The board has retained Front Row Marketing Services to act as an agent for the Civic Center’s naming rights, corporate sponsorships, and other branding opportunities, according to Pratt.

The 6,800-seat Civic Center is closed during a $33 million renovation, which is expected to be complete by January 2014. Pratt said any new name for the arena would probably be unveiled in time for its reopening.

Front Row, based in Philadelphia, represents sports teams and venues across the country. The firm has served as the sales arm of the Civic Center’s anchor tenant, the Portland Pirates professional hockey team, and handled the sale of naming rights for the newly constructed Cross Insurance Center in Bangor.